Usage & Attitude Study for a Brand Wishing to Enter Indian Market

Usage & Attitude Study for a Brand Wishing to Enter Indian Market

Scenario:

  • A consumer durable company wanted to enter the Indian market and with an understanding of usage and attitude of Indian consumers in two categories, refrigerators and washing machines.
  • The client wished for an understanding of category dynamics, purchase process and usage habits of both categories.
  • The study was to aid the brand in creating both product and communication strategy for the brand.

 

Finding Facts:

  • Wanted to understand the usage pattern of the products.
  • Wanted to understand the purchase behavior of the products
  • Wanted to understand the brand perceptions around the products

 

Solutions Implemented:

  • Helped create better marketing and communication strategies to enter the Indian electronic market.

 

Outcome:

  • Segments which the brand could target.
  • An understanding of the usage patterns which led to product level tweaks.
  • A broad understanding of brand standings in the market and the white space available for the brand.
  • Input into the communication of the brand basis brand perception and products being offered.